The Emotional Bank Balance
Money is emotional. EVA partnered with a global banking client to unwrap the emotions around saving money, and to explore whether their marketing comms hit the emotional themes that matter most to their consumers.
EVA Emotions
Using EVA’s cutting edge emotion analytics tracking, the EVA team were able to track and analyse 53 emotional states throughout the watching experience of clients and competitor ads, and social media content.
The "Why" Behind the "Buy"
It gets better! Instead of analysing the response by basic engagement metrics, the EVA team were able to accurately assess the emotional response against the metrics that matter. By unpacking the emotional DNA of how people feel about saving money, the team could assess the emotional response to ads and content in terms of the specific emotional states that drive consumer behaviour.
Deliverables that count
Moment-to-moment emotional response mapping of comms
Emotional DNA
Emotional KPIs (category specific emotional indicators)
Differences by audience
Emotional highs and lows
Respondent reviews
Actionable insights
Show me the money
EVA enabled the marketing team to understand the emotional DNA of their ads, emotional engagement, the emotional highs and lows, and the implications for their brand.
The marketing team received an emotional blueprint to refine current and future comms, ensuring the brand didn't just sell the concept of banking, but owned the emotional experience of saving money.
